Media Buying Playbook

Transcription

1 Media Buying Playbook

2 Table of Contents Introduction Media Planning Traditional Media TV Radio Newspaper Magazine Out-of-Home (OOH) Digital Media Google AdWords Search Ads Contextual Targeting Remarketing YouTube Social Media Facebook Twitter Future Platforms - Instagram and Pinterest Best Practices

3 Introduction Spurred by the adoption of digital technologies, media buying has changed dramatically in recent years. Whether you re advertising through traditional methods or engaging your audience online, there are many nuances that each platform presents. We know that marketing at a local level within the Boy Scouts of America can take many shapes, but there are some fundamental steps that should be taken to ensure your advertising efforts are as successful as possible.this playbook is designed to arm you with the knowledge, methodology, and tactics to make informed decisions and create a strategy that will work well for your council. 3

4 Media Planning As a Council Marketing Professional, you have many different initiatives throughout the year to support with advertising dollars. After your yearly marketing calendar has been set and budgets assigned, creating a media plan for outreach is the logical next step. Below is a general overview of the process you should follow when developing your local media plan. STEP 1: TARGETING STEP 2: MEDIA CHANNELS STEP 3: GEOGRAPHY STEP 4: SCHEDULING STEP 5: DELIVERY Identify your target market (i.e. millennial moms with Scout age children) Research their behaviors and media consumption habits Determine what media is available in your area Develop an understanding of how much time your audience spends using different media options so you know what channels to potentially target Understand the reach and the size of the audience that will be exposed to your messaging Assess the footprint you want to cover and identify any new potential opportunities for growth Determine if there are areas that remain underdeveloped and could use some additional support Know what days / times your audience is more receptive to your advertising messages Understand the options and strategies for scheduling your advertising Define a strategy that aligns with your budget and that will help accomplish the objectives you have identified Place the media buys and develop the creative assets needed Things To Consider: Is there an opportunity to align with the National BSA advertising / marketing calendar that will allow for a greater benefit? Can I leverage any customizable assets that National BSA has already created? 4

5 Traditional Media Traditional media includes television, radio, newspaper, magazine, and other print publications. Although media dollars continue to shift to digital and online media, depending on your location and situation, traditional media can still prove to be effective vehicles for getting your message out. We have outlined many of these popular mediums and how to get started advertising if you determine this is the right method for you. 5

6 TV Most people think of TV advertising as the expensively produced ads they see air on network TV. However, local advertising that is targeted can be more affordable than you think. Buying TV advertising requires knowing your audience and researching the advertising placement options. Here is a step-by-step approach to follow if you are thinking about entering the TV advertising game. STEP 1 STEP 2 STEP 3 STEP 4 Once you know the target market you are looking to reach, the first step is to contact two or three local stations in your area. Talk to broadcast stations affiliated with a network (ABC, CBS, NBC, Fox, etc.) along with independent local stations. Network affiliate advertising costs more and the greater the reach, or number of households your ad will play to, the higher the advertising rates. Independent TV stations charge lower rates, and much of their programming is targeted to a certain demographic (i.e. Women, 25-54). Look for shows that appeal to your target market. Ask your sales representative for the Scarborough data for each show you think might suit your purpose. For example, a certain daytime program might attract millennial moms with Scout age children. Get the rate information for the programs and the times of day they broadcast. TV advertising is sold by program or in dayparts, which are times of day. Rather than tie your commercial to a specific show, you may wish to choose a time of day when the demographic data suggests you ll reach your target audience. Aside from the number of viewers, time of year is another factor that determines advertising rates. For example, in certain markets, first quarter rates can be low but when the demand picks up from other advertisers, rates can increase. The length of an ad and the frequency at which you want it to air are also determining factors that impact rate. View commercials that the station has produced. It s usually cost effective to let local TV stations produce an ad for you. The production cost is typically included in the advertising deal. Ask them if they have any examples of previous work that would closely relate to what your ad could potentially look like. This will allow you to evaluate their professional quality and effectiveness. 6 Cont d on next page

7 STEP 5 STEP 6 Choose a station and purchase the ad space. Typically, you ll have to undergo a credit approval process and reference check. TV advertising is sold in what are termed flights. A typical flight is a period of 13 weeks. TV ad costs or rate ranges vary widely according to station affiliation, size of city, program popularity, etc. Review the station s affidavit of performance. Once your commercials have begun to air, every broadcast station will deliver you an affidavit of performance. Typically included with your invoice, this is a complete listing of the time and dates your ad appeared. It s not uncommon to find that one of your ads appeared in the wrong slot or didn t air when it should have. If this happens, the station is required to air the ad at least once free of charge. Agreeing to re-air a TV spot after a scheduling error is called a make-good. Strengths Immediacy, impact, and broad reach Build awareness quickly Ability to select programming Weaknesses Clutter Increasing use of DVR High out-of-pocket cost Best Practices / Action Items Leverage professionally shot video that BSA National has put together and tag it with your local contact information. (provide link) When negotiating with local television stations, negotiate for added-value as part of the media buy. In order to get the buy, local television stations will sometimes include bonus television spots, sponsorship billboards on news or other local television shows, and participation in local events hosted by the station. The stations are not typically going to provide added-value unless you know to ask. 7

8 Radio Overall, radio has always been one of the premier engagement platforms available in commercial media. Listeners continue to turn to radio for news, information, and entertainment on a daily basis. This can be a very powerful way to reach a targeted audience at a highly emotional level. This roadmap details the steps necessary to get started. STEP 1 STEP 2 STEP 3 STEP 4 STEP 5 Once you have a firm grasp on who you re trying to reach, the first step is to contact some radio stations that have a strong presence in your area. Visit radio-locator.com to find a list of stations and formats. Most stations are a part of a larger operator with Clear Channel Communications and Cumulus Media being the two largest operators of AM and FM stations. Keep this in mind as you begin to reach out to different stations as there can sometimes be economies of scale when working with multiple stations under one operator. Selecting a format that resonates with your target market is key. If you are trying to reach moms with Scout age children, advertising on a station that predominantly skews to this audience is a great idea. When researching stations, ask them to send you a breakdown of the primary demographics they serve. Also get an idea of how generous the station might be with added value. Receiving DJ mentions and radio remotes can really sweeten up the deal and be a great way to promote troop activities and recruiting events. Next step is to determine which days and times to advertise. The station s rate card will break down these costs so you can start to get a pulse of what you may be able to afford. Most stations charge a premium for spots that air during key drive times when more people are listening. Ads are typically broken down into 30-second and 60-second spots. Most radio stations can work with a variety of file types with MP3 being one of the most popular. Now that you ve determined the station and ad schedule, production is the next step. If you don t have the resources to produce your own ad, the station will work with you to create your spot. You have the option of writing the ad yourself or giving the station the talking points you want to get across. After the script has been finalized, the station will get to work on the production. Once the ad buy has taken place and your ads start running, the station will send you an affidavit of performance. This is your opportunity to confirm that your ads have run and at the right time. Just like with TV advertising, if the station makes a mistake, it will usually make-good and give you additional spots at no extra cost. 8

9 Radio (cont d) Strengths Create a local presence DJ mentions can make a brand more personal Excellent opportunity for added value Low barrier of entry Immediacy and frequency Weaknesses Background medium, non-intrusive No visual or brand recognition recall, audio exposure only Can be expensive to cover market Best Practices / Action Items BSA National has professionally produced PSAs that can be used for radio advertising Pick a daypart that will be most effective for your area and try a schedule of 3 ads per day, Monday - Friday. This should give you an indication if your radio advertising is effective. Make sure to negotiate added-value with your radio buy. Examples of added-value include DJ mentions, on-air promotions, radio remotes, and tickets to events sponsored by the radio station. This can help enhance your recruiting efforts or events. 9

10 Newspaper Knowing the right way to buy newspaper advertising can save you time and money. Almost every market has newspapers that are published daily and can be a great option if you are looking to create local awareness or to inform the community about an upcoming event. We have outlined some general steps that will help you decide if this is the right medium for you and how to get started. STEP 1 STEP 2 STEP 3 STEP 4 STEP 5 Once you ve identified the newspaper(s) you are interested in advertising with, you will want to review their media kit which can usually be accessed on their website. Here you will find the rate card which will give you the demographic and psychographic data of their readers, advertising costs, etc. You will also want to examine the paper s circulation and readership to gain a solid understanding of the true reach and compare that against other advertising opportunities you are exploring. The next step is to contact the local advertising representative and talk to him or her about your advertising initiatives, what your goals are and the type of budget you have in mind. Let him or her know who your target audience is so you can be presented with the best options for reaching this demographic. Placement within the newspaper and size of ad are important. Identify the section that will give you the type of reader you are looking for. If you are trying to reach dad, placing an ad in the Sports section would traditionally be a good idea. Typical sizes include full page, half page, quarter page and eighth page and include different orientation options (horizontal vs. vertical). Most newspapers only print in black and white so if you want a 4-color ad, there will typically be an additional charge. Now it s time to negotiate the rate. The advertised number on the rate card is just that, so never settle for the published number. The open rate is what the newspaper charges for a one time advertisement, and newspapers will typically give you a discount for higher frequency. Be sure to mention that you are a nonprofit organization which can also lead to more of a discounted rate. After the ads have been purchased and the schedule laid out, all newspapers have two sets of deadlines that are important to follow. The space reservation date is when you need to have your order submitted and includes insertion date, size and rates. The materials deadline will outline the artwork requirements and when the actual ad needs to be submitted. 10

11 Newspaper (cont d) Strengths Immediacy - Rapid audience accumulations Reach - Broad market coverage (Nearly 7 out of 10 adults have read a newspaper in the past week) Engagement - Readers are highly engaged with newspapers because they value the local coverage Targeting - Newspapers offer a variety of ways to target a particular audience whether its zoning inserts by a particular zip code or using a niche publication to target a certain group Weaknesses Short Shelf Life - Frequency varies between dailies to weeklies Ad Clutter - Pages are often a mix ads with editorial content and compete for the reader s attention Low Younger-Market Readership - Younger consumers are often receiving their news and entertainment via computers and mobile devices Best Practices / Action Items Leverage ads already produced by BSA National. These can be customized with different imagery and messaging to fit your councils unique advertising efforts. Professional photography is also available and can be accessed in the Marketing and Membership Hub. Newspapers typically have additional options outside of just placing an ad. Many will allow you to include inserts and buy online advertising space. This can sometimes be negotiated into your media buy which could really give you some great added value. 11

12 Magazine Depending on your advertising objectives, the impact magazines can have over other print mediums is huge. Magazines commonly use a glossy finish and when combined with rich color and imagery, this can attract attention and enhance the visual representation of your ad. Most local magazines have free distribution, are printed monthly, and can be found in your local grocery stores and specialty retailers. Buying magazine ads is similar to newspaper with a few nuances that we have outlined below. STEP 1 STEP 2 STEP 3 STEP 4 STEP 5 After you ve researched the different types of publications that are distributed in the geographic area you are targeting, collecting media kits and rate cards will be your next step. Just like with newspapers, these can typically be found on their websites and will include all the pertinent information such as demographic and psychographic data, advertising costs, readership, etc. After the homework has been done, it s time to contact the local sales representative of the magazine to explore the process further. You ll want to talk to him or her about your specific initiatives so he or she can help guide you in the direction that will make the biggest impact. Most magazines will lay out their editorial calendar a year in advance and include special issues. If you are thinking about placing an ad about your summer camps, look at which month might have the most relevant content as it pertains to summer activities. Magazines will typically offer the standard ad sizes and placement options as most printed publications. Based on the months that would make the most sense to advertise in, it s time to negotiate a rate around the ad size you want and frequency. The more ads you place, the cost per ad goes down. Most magazines also offer online advertising so be sure to take that into consideration when determining the specifics of the deal. Many times, these ads can be included at no extra cost and give you some nice added value. Always be sure to mention your nonprofit status. When it s time to place the buy, be sure that you are aware of all the deadlines. Magazines have some of the longest lead times of any medium so make certain that before you sign on the dotted line, you will have the proper creative ready in time. 12

13 Magazine (cont d) Strengths Targeting - Select an audience by demographics, lifestyles, interests, etc. Long Shelf Life - Publications are typically monthly and remain in circulation for extended periods of time High Quality - Allows advertiser to provide extended messaging and enhance brand through product image Weaknesses Limited Reach - Typically a narrow segment of people are interested in the given magazine topic Longer Lead Times - Publishers usually require that you get your ad in four - six weeks ahead of time Cost - Prices vary greatly based on circulation and readership but are typically much more expensive than newspaper ads Best Practices / Action Items Advertorials 13

14 Outdoor / Out-of-Home (OOH) The average consumer now spends more time away from home than ever before. OOH media provides a variety of blank canvases that can help you break through the advertising clutter and is great for extending or reinforcing a key theme of an existing campaign. This remains the one medium that cannot be skipped or turned off so if you re considering a billboard placement in your area, check out the steps below to help you get started. STEP 1 STEP 2 STEP 3 STEP 4 Having a good pulse on your local area and knowing where some of the high traffic areas exist is the baseline. If you see some billboards that you would be interested in advertising on, the management company is usually displayed somewhere on the board. Lamar is one of the largest outdoor advertising companies in the US and its locations and inventory can be viewed by visiting its website. Once you ve determined which locations you re interested in, it s time to contact the company s local sales representative. He or she will walk you through the different options that exist. Billboards can be categorized into three different types. Bulletins are the large format displays located next to major highways, Posters are medium format and typically located on secondary roadways, and Digital boards can be multiple sizes and usually exist in high traffic areas. After you have decided which size and location will work best, discussing availability and pricing is your next step. For prime locations, billboards can be hard to acquire and cost a significant amount. Evaluate what your options are and don t be afraid to negotiate the rate. Most contracts will typically run for a 4 week period. Get creative. As you are discussing the terms of your deal, begin to talk about your messaging and thoughts around the design. This can play a factor into the production costs as they are typically a separate charge. But keep in mind, the more dynamic you are the more likely your billboard will get noticed. 14

15 Ourdoor / OOH (cont d) Strengths Broad Reach Frequency Builder Locations can be strategically targeted Weaknesses Copy Limitations Passive Media Expensive Out-of-Pocket Productions Costs Best Practices / Action Items Leverage creative already produced by BSA National. These can be customized with different imagery and messaging to fit your councils unique advertising efforts. Professional photography is also available and can be accessed in the Marketing and Membership Hub. Be sure to adhere to BSA brand standards if designing your own. Posters tend to have more of a local presence and can target specific demographics and geographic areas. 15

16 Digital Media The size and scale of digital media is amazing. Google has indexed roughly 40 billion web pages to date. Facebook has now passed 1 billion users and there is an average of 400 million tweets being sent per day. Marketers have moved at least 30% of their budgets from traditional media to digital media over the last 3 years and as it continues to become broader and more fragmented, many are asking Where do I begin and How do I rise above the clutter? This section is designed to give you an understanding of the different digital advertising that is available and a step-by-step guide to get started. 16

17 Google AdWords This powerful platform is extremely customizable with a vast array of tools to help you deliver your message to your target audience. We will walk you through three common ad types to get you started, but before you can begin advertising, make sure you have an AdWords account set up. Something helpful to know is that each AdWords account can only have one login so be sure to use a generic address so it can be shared from person to person. STEP 1 STEP 2 STEP 3 STEP 4 Choosing Your Campaign Settings - Article + Video When picking your campaign settings you will be asked to pick your bid setting, budget, location, language, campaign type and subtype. Bid + Budget For now, select the option to have AdWords optimize your bid according to your daily budget. Once you get more comfortable with AdWords you can start setting your own bids. When selecting your daily budget, it is important to remember that this is an average daily budget. For example, if you select a $10 daily budget, some days you will only spend $8 and others you will spend $12. Be prepared for this when setting your advertising budgets. Location + Language These settings are very much dependent on your troops location and demographics. AdWords will set your default location to United States & Canada. It will be important to change this to US only. You can also narrow your location even further by state or city. The default language setting will be English and can be changed depending on your council s needs as well. Type + Sub-type There are three types of ads. Search Networks, Display Networks, and Search + Display Networks. Additionally there are a variety of subtypes that will be determined by what type of ad you are intending to run. Below we will talk about these types and subtypes so understand the different advertising options you have. 17

18 Google Search Ads Search Engine Marketing (SEM) is the practice of paying for media to run on a search engine like Google when certain keywords are searched. It is a cost-per-click system based on a bid model, where one s bid and relevancy to the search term determines if your ad is displayed based on what Google calls AdRank. After you start your Search Network campaign you will be prompted to create your text ads and select your keywords. To create your text ad, select your headline, body copy, and landing page. Your copy should include a strong CTA as well as a value proposition. For more tips on ad copy, read Tips for creating effective ad text. Selecting your keywords is a critical component of creating effective ads. To help you in the process, Google has created the Keyword Planner. This tool will give you estimated traffic numbers based on keywords as well as suggest additional keywords for you. Choosing appropriate keywords will allow your ads to be displayed to their target audience. Frequently check on your keywords performance to see which ads are performing well and which ones are not. 18

19 Contextual Targeting with Banner Ads The Display network is set up similarly to search ads in terms of keywords. However, ads are shown outside of the search engine and instead displayed on webpages. Your ad will be displayed to users on relevant websites according to the keywords you selected. It is recommended that the Keyword Planner is used to help determine quality keywords. More information on keyword usages in image ads can be found here. You are able to upload your own images or AdWords will help you create your own via the Ad Gallery. The Ad Gallery does not require graphic design knowledge or special computer programs like Adobe PhotoShop or InDesign. Instead Google will prompt you to upload your logo, background image, and ad copy to create your ad right in AdWords. More information on the Ad Gallery can be found here. If you have design experience and want to create your own ads outside of Ad Gallery, image specs for all ads can be found here. When creating your own image ads it is important to remember that ads can be displayed on desktop computers, tablets, or smartphones. Be careful with the length of your copy and make sure your ads are readable in all sizes. Before finalizing these ads, AdWords will give you a preview of each image ad. Go through this preview carefully to make sure your ads are user friendly and readable. 19

20 Remarketing This form of online advertising keeps track of people who visit your site via website cookies and displays ads to them on other sites once they leave yours. This form of advertising is extremely effective in delivering a message to people who have visited your site, encouraging returning traffic. To get started with remarketing, you will need to set up a remarketing list and install a bit of code to every page on your website. Full instructions on how to install the code and set up remarketing lists can be found here. Once the list is set up, it will need to run for a few days to build a custom audience of visitors to your website. You can then create a remarketing campaign through the Display Network and selecting the Remarketing sub-type. Ads are created the same way as they would be in a general Display Network using the Ad Gallery or creating your own images. If you are creating your own ads, be sure to create ads optimized for mobile users. The full list of ad sizes is located here. Remarketing will display ads to anyone who visits your site which could include current members. Using this form of advertising for recruitment purposes would not be ideal since you would be displaying ads to users who are already members. Upcoming events, compelling content, and news that the entire Boy Scout community would find of interest would be better content for these ads. 20

21 YouTube Video ads are very powerful. With AdWords for video, you can advertise video ads on YouTube and across the web. Tell your story, reach the right audience, and measure your success. Before you can get started, it is recommended that you link your YouTube and AdWords accounts. STEP 1 STEP 2 STEP 3 STEP 4 STEP 5 Go to the YouTube homepage to log into your account and scroll to the bottom of the page and click on advertise. Once you re on the next page, select Start advertising on YouTube. You should now be inside the Google AdWords interface. Upload your video, use an existing YouTube video or create a new one using one of the TrueView formats. You will then be able to add a headline for your video ad along with two lines of description. YouTube will then allow you to select a thumbnail image which is what people will see when your ad shows up in search results. This is also the time to decide if you want to send users who click on your ad to your YouTube channel or to your website. Now it s time to decide how much to spend. YouTube will plug in a recommended $10.00 daily budget with a maximum cost-per-view (CPV) of $0.02. You can adjust these numbers to fit your budget and based on the length of the campaign. Choosing your target audience is the next step. You can target by location, demographics, general interests, and people s web activities. Decide which attributes are most important and then click Save and Continue to start running your ads. 21

22 Social Media Social media remains one of the hottest topics in marketing and is no longer just a buzzword. It is a powerful way for brands to hear user feedback and have onthe-ground conversations with consumers. In addition, social media has become a real, tangible driver of leads and sales for businesses. Advertisers spent $5.1 billion on social media in 2013 and this figure is expected to exceed $14 billion by

23 Facebook Reach parents with scouting age children more efficiently. With over 1 billion active users, this platform really allows you to hone in on your audience and target your ads to specific people that you consider quality leads. Most online advertising reaches only 38% of its intended audience. Facebook s average is 89%. Here s how to get started. STEP 1 STEP 2 STEP 3 STEP 4 Choose your advertising objective There are numerous categories that every ad can fall under so the first step is to determine the type of results you want. The most relevant objectives for local councils are typically Page Post Engagement, Page Likes, and Clicks to Website. Choose your images Once you ve chosen the ad type, you ll also need to decide on placement. Your options include Mobile News Feed, Desktop News Feed, and Right Column. The best image size to use will depend on the type of ad. You can refer to the Facebook Ads Guide for specific design recommendations. Edit your text and links The Headline will typically be the name of your council and the text should be a compelling message that is relevant to the chosen image. This is also the time to view your ads in each placement to ensure they look the way you want. Choose the audience for your ads Now it s time to decide who you want to see your ad. Target by demographic, geography, and interests to make sure you are reaching your intended audience. Facebook will also inform you of the potential reach for your ad based on the parameters you enter. 23

24 Facebook (Cont d) Set a budget for your ad set STEP 1 STEP 2 STEP 3 Choose your campaign and ad set Your campaign can include multiple ad sets. A new campaign will already be the default campaign but if you want to change its name or move it to another campaign, select Change Campaign. The ad set name will pre-populate with details to make the ad identifiable. Set your budget The cost of advertising on Facebook depends on the size of your audience and budget. You can choose to set a per day budget or the lifetime budget option which tends to be easier to manage. Determine your ad set schedule You can start running your ad set immediately once it s approved or choose a start and end date. 24

25 Twitter Listen and learn, drive awareness, provide customer service, and connect with influencers. As one of the biggest social media sites, advertisers have used Twitter as a low-cost, yet highly effective means to get a message out. Twitter is strongly committed to delivering the most relevant ads to the right user at the right time. Here s what you need to know to create your first ads: STEP 1 STEP 2 STEP 3 STEP 4 STEP 5 Select a campaign objective Followers, Tweet Engagements, and Website Clicks are among the most popular choices for local councils when leveraging Twitter for awareness and recruiting. Give your campaign a name and set the timeframe This will help you keep track of your different advertising initiatives. You also have the option to run your campaign immediately or customize the start and end date. Compose tweets Write your message and add an image or video to increase your engagement. Remember, you have a maximum of 140 characters and an image counts as 23 characters. Targeting You have the ability to select the location, gender, and other additional criteria of the audience you are looking to reach. Set a budget for your ads There are two budget fields for each campaign. Total budget and daily maximum. You are required to set a daily maximum budget to ensure you cap how much you spend each day. Setting a total budget will allow your campaign to stop running once this amount is hit. This field is optional. 25

26 Twitter (Cont d) Types of Ads PROMOTED ACCOUNTS The primary objective here is to gain more followers. You will appear in the Who To Follow section and find relevant users who can help spread awareness. PROMOTED TWEETS PROMOTED HASHTAGS These are ordinary tweets with the added bonus that they can reach more people who are potentially interested in Scouting. Users see promoted tweets in timelines, relevant search results pages, and search results for a Promoted Trend. A hashtag is one of the most effective tools available to use for marketing purposes. Hashtags aggregate similar tweets to one page, so users can search for tweets about a popular trend or event and easily see what people are saying. 26

27 Future Platforms to Consider INSTAGRAM PINTEREST Instagram is growing faster than any other social network, up 60% in 2014 to 64.2 million users. The advertising is still quite new, and the only type of ad available is an image that will appear in non-follower feeds with a sponsored icon on the top right corner. These ads are currently only offered to selected brands. With its mobile focus, visual appeal and young audience, this will be a platform to definitely consider once the ads become widely available. Pinterest still hasn t launched its ad platform, but there are several brands currently beta testing it. Once available, Pinterest ads will consist of Promoted Pins, content you choose to promote that will appear high within search results. You will only pay for the Promoted Pins when a viewer clicks on your site. 27

28 Best Practices for Social Media 1. Use free social media to beta-test your paid social ads If you re already using social media to engage your audience, start tracking which Facebook posts and tweets are being clicked, shared and commented on. These high performing messages make the best candidates for native social ads. 2. Take advantage of targeting features One of the major issues with traditional ads is inefficiency. Twitter, Facebook and other social media advertising platforms offer very effective targeting capabilities to address that problem. You can target moms and dads with Scouting age children in your area and take advantage of this very useful feature for more efficiency in advertising. 3. Rotate ads frequently One of the biggest issues advertisers deal with on Facebook is ad fatigue. This means, when people start to see your ad too many times, they get bored with it and stop clicking. Unfortunately, when your click-through rate starts to drop, Facebook penalizes you, driving up your cost per click (CPC), and making likes, comments, and click-throughs more expensive. This affects both acquisition and engagement campaigns. A best practice is to rotate your ads every 1-2 weeks. 4. Use small samples to A/B test your social ads One of the great virtues of social ads is instant feedback. You can gauge the effectiveness of a sponsored post in minutes, and follow up with advanced analytics reports. With all this available data, you should be sending out several test ads to small audiences, tracking the results, and then pushing winning ads to larger groups. It s cheaper and more effective. 5. Understand how ads are sold Different networks sell ads in different ways. On Twitter, companies pay on an engagement basis. Facebook offers the option of paying per impression. It s critical to design tweets and posts accordingly. For example, since you pay Twitter each time users click on your ads, it s important that people are genuinely interested in the content on the other side. 6. Design your ads with smartphones in mind Social media is consumed overwhelmingly on mobile devices. Twitter users spend 86 percent of their time on the service on mobile. Facebook users aren t far behind at 68 percent. As a result, messages have to be optimized for viewing on small mobile screens. While this may seem like a pain, Twitter recently unveiled a feature enabling paid Tweets to be targeted by zip code, so it s also a huge advantage. 28

29 Thanks! 29